News
"Minimizing impact is no longer enough: design must regenerate and create value for the planet" Carlos San José Frutos, Industrial Designer
Date
29 May 2026
In his view, sustainable product designers are at the heart of the transition toward a circular and responsible economy. Their ability to innovate and create environmentally conscious solutions is key to transforming industry and responding to the demands of a society that is increasingly aware of the environmental impact of its consumption choices.
What is product ecodesign?
Ecodesign integrates environmental criteria from the earliest stages of product creation and development. Its objective is to minimize environmental impact throughout the entire product life cycle, from raw material extraction to end-of-life management. Aligned with the principles of the circular economy, this approach seeks solutions that balance functionality, aesthetics, and sustainability without compromising quality or performance.
Do you believe circular design is essential in product development today? Why?
Because, as both a creative and technical discipline, it contributes to the development of innovative, high-quality, competitive, regulation-compliant, and environmentally sustainable solutions. It optimizes resource use and helps reduce waste generation.
Will circularity become the norm in industry?
The trend toward circularity is clear, although its implementation will vary depending on the industry and geographical region. The future of design will be more intelligent, regenerative, and circular, integrating technology, nature, and economics in innovative ways. For example, in the packaging sector, Paboco (Sweden) is developing recyclable paper bottles that help reduce CO₂ emissions.
How would you say consumers’ attitudes toward sustainable products have evolved?
Consumers mainly value the tangible benefits of sustainable products, such as low-impact materials, energy efficiency, and durability. Although they may not always be familiar with the concept of ecodesign, they are becoming increasingly informed and aware of sustainability issues. That is why it is essential to communicate clearly and transparently the environmental benefits of products designed according to these principles.
What challenges do designers face when applying ecodesign in industry?
Without a doubt, one of the main challenges is access to sustainable materials at competitive costs while ensuring they provide the same quality, performance, and functionality without compromising environmental impact. Although this may sound complex, overcoming these challenges requires actions already within our reach: rethinking supply chains, fostering innovation, and collaborating with other stakeholders to implement strategies that balance sustainability, costs, and market expectations.
Can companies contribute to fostering a culture of sustainable design?
Absolutely. Companies should train their teams in ecodesign and the circular economy, integrating environmental criteria into product development processes and encouraging interdisciplinary collaboration. It is also crucial to continuously measure and improve environmental impacts and communicate sustainability achievements transparently.
Is ecodesign training integrated into educational programs?
Although ecodesign education has advanced significantly in recent years, it is still not sufficiently integrated into design, engineering, and architecture programs. In the Official Master’s Degree in Product Design and Ecodesign that I currently coordinate at IED Kunsthal Bilbao, we aim to ensure that sustainability is no longer treated as a complementary subject but becomes a cross-cutting pillar of education, combining theory with practice connected to the real needs of society and industry.
What are the essential skills for a designer committed to sustainability?
A product designer committed to environmental sustainability must develop a combination of technical, creative, and strategic skills to successfully integrate ecodesign into their daily work. These include systems thinking focused on product life cycles, sustainable material selection, mastery of ecodesign and circular economy tools and strategies, creativity and innovation, and the ability to collaborate effectively with professionals from other disciplines.
Sustainable product designers not only respond to the demands of an evolving market; they also lead a necessary shift toward a more responsible industry. Through their creativity and commitment, they are building a future in which design does not merely minimize impact but actively regenerates and creates value for the planet.
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